BUILD YOUR AUDIENCE WITH BITE-SIZED STORYTELLING€¦ · Real-world audience feedback. USER-TEST...
Transcript of BUILD YOUR AUDIENCE WITH BITE-SIZED STORYTELLING€¦ · Real-world audience feedback. USER-TEST...
BUILD YOUR AUDIENCE WITH BITE-SIZED STORYTELLING
R A V I J A I N
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WHY STORIES?
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T R A N S A C T I O N A L E X P E R I E N C E
WHY STORIES?D E E P E N E S T A B L I S H E D R E L A T I O N S H I P S
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WHY STORIES?B R I D G E S D I F F E R I N G W O R L D V I E W S
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Dynamic changes of brain states necessary to synthesize information to guide behavior.
NEURAL PROCESSES
Functional Magnetic Resonance Imaging (fMRI)
to map brain activity.
MEASURING ACTIVITY
Temporary brain alignment between
speaker and listener.
NEURAL COUPLING
THIS IS YOUR BRAIN ON STORIESB I O L O G I C A L R E S P O N S E T O E N G A G E M E N T
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6URI HASSONPRINCETON NEUROSCIENCE INSTITUTE
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“TO OUR SURPRISE, WE SAW THAT ALL THESE COMPLEX PATTERNS WITHIN THE LISTENERS ACTUALLY CAME FROM THE SPEAKER BRAIN. SO PRODUCTION AND COMPREHENSION RELY ON VERY SIMILAR PROCESSES…”
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CORE CONCEPTSL E T ’ S T O S S A R O U N D S O M E
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#shortformcontent = Snackable stories
BREAK IT DOWNW H E R E T O B E G I N ?
1Parse your story and your message into smaller manageable pieces.
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Placing your story in a greater context – one that supports a
grander message.
MESSAGING ARC
STRATEGIES FOR BREAKING DOWN YOUR STORY
B I T E - S I Z E D C O N T E N T
Narrative keyframes on the timeline of your story: driven
by rhythm and flow.
STORY BEATS
Pre-credit scene of network programming. (“Don’t turn
that channel!”)
INITIAL HOOK
Problem solving by way of structured programming
computer science.
PROGRAMMING 101
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Six part HBO miniseries examining reclusive millionaire Robert Durst and his connection to a number of unsolved murders/disappearances, including his wife
“How ‘The Jinx’ Narratively Manipulated Its Viewers” - Buzz Feed
THE JINX:S N A P S H O T F R O M H B O ( 2 0 1 5 )
THE LIFE AND DEATHS OF ROBERT DURST
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JAMES PAUL GEE
“NARRATIVE IS ANY SERIES OF ACTIONS OR HAPPENINGS UNFOLDING IN TIME:
‘THE KING DIED. THEN THE QUEEN DIED’.
STORIES ARE NARRATIVES WITH PLOTS… IT EXPLAINS CAUSES AND EFFECTS AND WHY THINGS HAPPENED:
‘THE KING DIED. IN HER GRIEF, THE QUEEN KILLED HERSELF’.”
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THE NETFLIX EFFECTW H A T ’ S M Y Q U E U E ?
THE HULU EFFECTTHE ITUNES EFFECTTHE RAVI JAIN EFFECT
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CREATE A PILOTW I L L T H I S R E A L L Y W O R K ?
2Develop prototype to determine what works – and more importantly, what doesn’t.
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Real-world audience feedback.
USER-TEST
BENEFITS TO CREATING PILOT EPISODE
O N E S M A L L S T E P
Value of the actual vs the hypothetical.
PROOF OF CONCEPT
Assessment of personnel and equipment needs.
RESOURCES ALLOCATION
Quantify pre-production, production and post.
PRODUCTION TIME
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THE BOSTON COLLEGE MINUTE
S N A P S H O T F R O M B O S T O N C O L L E G E ( 2 0 0 9 )
My first creative concept developed for Boston College: 60 second mini-documentaries. Immersive cinema verite style with no lower thirds or talking heads. Became the signature product of BC’s Office of Marketing Communications.
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“DEMO OR DIE!”
INFAMOUS MIT MEDIA LAB CREDO
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#INBOUND19B O S T O N C O L L E G E M I N U T E ( 2 0 1 0 )
RIDE THE LONG TAILC A N T H I S B E S U S T A I N E D ?
3Maximize the space and time in between content updates.
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Assess to see if any course correcting is necessary.
METRICS ANALYSIS
HARNESSING THE GAP BETWEEN RELEASE TIMES
N O S U C H T H I N G A S D O W N T I M E
Paid promotion: physical and digital.
ADVERTISING
Leverage enthusiasm of audience, fans and influencers.
WORD OF MOUTH
Usual promotional channels: print, digital, social.
TRADITIONAL PROMOTION
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THREE ABREAST!S N A P S H O T F R O M R A V I J A I N ( 2 0 0 2 )
Conceived of in the year 2000 (5 BYT) as part of my graduate work at the Massachusetts College of Art & Design. Original shot form video series with interactive element via “The Comedy Extender.”
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#INBOUND19T H R E E A B R E A S T ! ( 2 0 0 2 )
BUILDING BUZZ TO BUILD AN AUDIENCE
W E A R I N G A L L H A T S F O R 3 A B
Long form feature story appeared in print and online to
promote launch.
1BOSTON GLOBE STORY On launch day a prominent local
blogger had written about it and shared link to the site (and story.)
2BLOG POST
Between episodes, secured live television interview with
local morning news program.
3TELEVISION INTERVIEW Enthusiastic viewer suggested a
newsletter to manage communications with audience.
4NEWSLETTER
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LEVERAGE METRICS I S A N Y B O D Y O U T T H E R E ?
4Mine rich data to ascertain scope and nature of your audience – and to guide future content deployment.
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Read, respond, analyze and treasure these.
COMMENTS
QUANTITATIVE AND QUALITATIVE MEASUREMENTS
R E A D I N G T H E D I G I T A L T E A L E A V E S
Amplification of your channel via “buzz-worthiness.”
SHARES
Active engagement vs. passive viewing.
CLICKS
Bread and butter metric of media content.
VIEWS
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Transforming interested to invested or committed.
CONVERSIONS
DRIVETIMES N A P S H O T F R O M R A V I J A I N ( 2 0 0 5 )
With a distinct creative itch, turned my process on its head for this of-the-moment project. “Talk show in a car” lived on a blog platform, leveraged media host and relied on audience contributions.
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#INBOUND19D R I V E T I M E W E B B Y A W A R D S M O N T A G E ( 2 0 0 7 )
VALUE OF DIRECT AUDIENCE RESPONSE
C U L T I V A T E I N T O R E L A T I O N S H I P S
That someone is taking the time “to put pen to paper” is an affirmation
of the worth of your content.
1VALIDATION In a crowd-sourced peanut gallery,
there will always be some good ideas (and some not so good ones.)
2SUGGESTIONS
The content-creating skills of your audience should be embraced and welcomed.
3CONTRIBUTIONS
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Duration is key component to time-based media.
WATCH TIME
Information about from where your audience is viewing.
DEMOGRAPHICS
How your audience is accessing your content.
DEVICES
EVOLUTION OF RICH MEDIA METRICSY O U T U B E O F F E R S M O R E T H A N J U S T V I E W S
AUDIENCE RETENTIONHow long is your audience keeping with your video
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MAKE IT PERSONALW H A T ’ S M Y P O I N T O F V I E W ?
5Know yourself to know your audience.
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PEOPLE CULTURE
PHILOSOPHYPRODUCTMISSION
LOCATION
INDUSTRY
PERSONALITY
KEY ATTRIBUTES OF ANY INSTITUTION
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STORY BALANCED WITH DELIVERY
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NOT JUST VIDEO…
MEET THE LABBERSS N A P S H O T F R O M M I T ( 2 0 1 6 )
Audio series established in 2016 by producer Margaret Evans. Agile storytelling with interview and accompanying audio.
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#INBOUND19M E E T T H E L A B B E R S : C I N D Y H S I N - L I U K A O ( 2 0 1 7 )
PLATFORM IT W H E R E C A N M Y C O N T E N T F L O W ?
6Foster liquid content for agile content deployment.
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NAVIGATING THE DIGITAL ECOSYSTEMA D A P T I N G M E D I A F O R M A X I M U M R E A C H
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FRESH TAKES / TAKE TWO
S N A P S H O T F R O M B O S T O N C O L L E G E ( 2 0 1 7 / 2 0 1 9 )
Micro-series (30 seconds on average) to highlight direct, honest reflections of the freshman experience. Sequel series revisited subjects to highlight sophomore experience.
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#INBOUND19F R E S H T A K E S I N S T A G R A M S T O R Y ( 2 0 1 7 )
FARMERS INSURANCE HULU SERIES
S N A P S H O T F R O M F A R M E R S I N S U R A N C E ( 2 0 1 9 )
Three part narrative ad story developed for Hulu. “Twists and cliffhangers” in this “show within a show.”
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DURATION
Adjust length to accommodate platform or environment.
ASPECT RATIO
Super wide? Square? Round?!! The more you can anticipate the viewing parameters, the better you can plan as part of your production work flow.
AUDIO
Some platforms may require different audio mixes. Music could play a larger role vs spoken audio.
ON SCREEN TEXT
Social media and public spaces may benefit from graphic text treatments over spoken narration.
VARIABLES IN THE LIQUID CONTENT EQUATION
I N T E G R A T I N G C O N T E N T A C R O S S P L A T F O R M S
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#INBOUND19T H R E E A B R E A S T A N I M A T E D G I F S ( 2 0 1 9 )
“AUDIENCE PARTICIPATION, LIVE ON STAGE AT
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#BALLRETURN
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JUGGLING ACT
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BREAK IT DOWN CREATE A PILOT RIDE THE LONG TAIL
LEVERAGE METRICS MAKE IT PERSONAL PLATFORM IT
TEAM EFFORTIt’s difficult to cultivate original content as a one-person operation. Communication, collaboration and cooperation are all key strategic elements to successfully deploy original short form content.
CONCEPT IT
Articulate your vision IN WRITING and brainstorm with team members so you are not going in blind.
PILOT IT
Commit to produce one initial episode to test proof of concept and assess resource allocation.
PROMOTE IT
Coordinate marketing and promotional outreach to align with strategic messaging goals.
RINSE AND REPEAT
Couple metrics analysis with adjustments that foster fresh editorial voices.
CLOSING THOUGHTS TO PUT IN YOUR POCKET AND TAKE WITH YOU
L O W R I S K , H I G H R E W A R D A P P R O A C H
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THANK YOU!
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ADDITIONAL CLIP ART COURTESY OF FLATICON
K E E P I N T O U C H
Semi-snark, semi-professional with some music and food asides.
TWITTER | @RAVIDJAIN
Industry talk sometimes inspired by my MBA studies.
LINKEDIN | RAVIDJAIN
Q/A
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BUILD YOUR AUDIENCE WITH BITE-SIZED STORYTELLING
R A V I J A I N
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